Club Med

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Transcript of Club Med

Company ProfileProducts and Service RangeProductsFamilyCouplesSingleGroupsWeddingHoneymoonCruiseBeach resortServiceSpa&WellnessGolfScuba divingTennisDiscovery&CultureWater skiWintersports History FounderGerard Blitz1963Gilbert TriganoSerge Trigano199319971950Opened club in TahitiEntered North AmericaSingle/young Family First Mini Club (1967)Non-for-profit For-profitCompetitorse.g: Sandal & SuperClubRevenue decline

Philippr BourguignonHoliday village company

Service CompanyBudget resort conceptYoung adults( Oyyo)

Took over a chain of French gym

Launched bar/restaurant complex

''Club Med World''

UNSUCCESSFUL2002Henri Giscard d' EstaingNew Stragety Holiday village Upmarket New investorsClosed and renovated some villagesReturned to profit in 2005Launched first 5-trident village in 2007Renoveted Club Med 2 Cruise Blue Ocean Red Ocean Club MedValue Chain Operation

Global Campaign Happy line:Feedback,Complain PESTELPoliticalEconomicalSocialTechnologicalEnvironmentalLegal• Problems in North Africa (40% of sales are French related)• Sensibility to political calm• French government (+business partners) are trying to promote holidays through “holiday subsidies”• Government related issues when they open a new affiliate in Asia (Fosun)

• Impact of the crisis • Cost of investment• Development of the Chinese and Asian market • The economic situation of France is key right now to the group

• Problem with the local population• The image of the holidays has been consolidated by films like “les bronzés”• Higher awareness of the customers concerning the HR issues• A desire for international luxury travel• Club is held responsible of his partnership with airlines (1992 flight to Dakar)• Important safety measures onsite for the different outing offered + child surveillance• Acute awareness for the customer of the environment• The preservation of beautiful environment is key to the quality of the resorts• The weather is key to the enjoyment of a stay as outdoor activities are highlighted

• Different laws depending on the country for the sanitary issue• Different issues concerning takeover by chines

SWOT AnalysisStrengthHistoric all-inclusive innovator Exceptional locationPartnership with airlinesStrong Organizational cultureSuccessful brand repositioningInternational presenceMultiple distributional channelsProducts and service rangesClear strategy towards ChildrenWeakness• High prices compared to competitors• Image of being popular and cheap • Offering worldwide the same European image • Risk of losing money in the club med 2 Cruise (the wind surf has been sold)• no mobile phone tailored app

OpportunityThreatStrengthWeaknessOpportunityThreatsSWOT Analysis 2Rapid growth of Asian and American marketsIncreasing of outbound tourismThe growth of premium ski resort market in EuropeMore online Interactivity with costumers Raising demand of Eco-vacationEconomic crisisPerceived brand positioningRise of competitors on the premium marketAging European and American populationincreasing ''do it yourself'' travelersNew markets / new product :opening of villages in India, Russia,South Korea.Villages for summer and winter